Pengaruh Perceived Influencer Authenticity terhadap Visit Intention: Perbandingan pada Generasi Z dan Milenial

Salsabilla Aura; Yeni Yuniawati; Rijal Khaerani

doi:10.9744/jmp.12.1.45-64

Authors

Salsabilla Aura Universitas Pendidikan Indonesia
Yeni Yuniawati Universitas Pendidikan Indonesia
Rijal Khaerani Universitas Pendidikan Indonesia

DOI:

https://doi.org/10.9744/jmp.12.1.45-64

Keywords:

Autentisitas Influencer, Niat Berkunjung, Generasi Z, Milenial, Pemasaran Media Sosial

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Perceived Influencer Authenticity terhadap Visit Intention dan membandingkan dampaknya di antara Generasi Z dan Milenial. Studi ini menggunakan pendekatan kuantitatif dengan 249 responden yang merupakan pengguna media sosial. Analisis data menggunakan metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) dan Multi-Group Analysis (MGA). Temuan penelitian menunjukkan bahwa Perceived Influencer Authenticity secara positif dan signifikan mempengaruhi Visit Intention. Pada tingkat dimensi, Transparency dan Genuineness memiliki pengaruh yang cukup besar, meskipun Relatability tidak berpengaruh signifikan terhadap hasilnya. Hasil analisis menunjukkan adanya perbedaan pengaruh antara Generasi Z dan Milenial, dengan menunjukkan pengaruh yang lebih nyata pada Generasi Milenial. Temuan ini menyoroti pentingnya transparansi dan keaslian dalam komunikasi influencer untuk meningkatkan efektivitas pemasaran digital di industri pariwisata.

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